Lumene refreshes to focus on expansion in travel retail

Finnish beauty brand Lumene has set its sights on extending its travel retail footprint beyond its Nordic borders.

A recent brand refresh, which emphasises Lumene’s use of natural local products and Arctic spring water, aims to increase its global appeal while maintaining its position as a market leader in Finland.

Lumene has refreshed its brand image to highlight its use of natural ingredients.

Lumene noted an increased presence in Nordic travel retail. It has secured listings with World Duty Free Group at Copenhagen and Helsinki airports and selected products are available on Lufthansa flights from this month through its inflight distributor, Hanse Distribution.

“Expanding travel retail is key to Lumene’s global growth strategy,” the brand said. Lumene added that new e-commerce business in China and the UK is developing through partners such as FeelUnique, LookFantastic and Tmall.

Lumene products were highlighted at this year’s TFWA World Exhibition by Hanse Distribution. Hanse Distribution Inflight Sales Director Anna Berezhnaya noted increased interest from Lumene’s Asian airline partners and said the brand had a “very bright future” onboard European and Asian carriers.

Lumene believes its new look will increase the brand’s appeal on a global market.
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